The PGA Merchandise Show, the major of all golf shows, has been the main venue for companies and brands to introduce new and innovative golf equipment, apparel, accessories and services to professionals, buyers and industry leaders from around the globe.
The show peaked in 2001 and then the golf industry began to mirror a challenged national economy, and companies scaled back.
Ping pulled out of the 2003 show and was soon followed by other large club makers, including Titleist.
TaylorMade Golf skipped shows from 2008 to 2010. A dark cloud hung over the entire industry for about five years but as the economy climbed, club makers re-evaluated their messages, tactics and spending. In 2008 key manufacturers for the show started to return with large booths and displays but the show never did return to the size of yesteryear.
For the last number of years, the PGA Merchandise Show has maintained its dominance with visitors attending from around the world. However, exhibitors continue to complain about the excessive cost to exhibit and high fees, but many still find ways to justify the cost.
For the upcoming 2019 PGA Merchandise Show being held from January 22 -25, 2019 in Orlando, Florida, TaylorMade has evaluated the overall cost and decided to pass on this annual event. Previously TaylorMade created much buzz at the show year after year, often showcasing their new product line with an elaborate exhibition.
“After conversations with TaylorMade Professional Staff members and key leaders within the golf industry, we will be investing into growth initiatives that we believe will create even greater value for the game of golf,” wrote CEO David Abeles to TaylorMade staff professionals. “As a result of our additional spend, we have decided not to attend the 2019 PGA Merchandise Show.”
The goal, then, will be to reinvest the seven-figure cost involved with exhibiting at the PGA Merchandise Show into supporting staff professionals at the green-grass level.
The talk on the street from industry representatives speculates if other large golf companies will now follow TaylorMade’s lead and wonder out loud if the show will revert back to the way it was in 2008 – 2010? On the other hand, will companies now take advantage of the extra exposure at the show with the absence of TaylorMade? Reed Expositions, the company behind the PGA Merchandise Show, recently announced two companies are returning to the show floor. Bridgestone, which has been out of the show since 2016, and Mizuno, who hasn’t exhibited since 2005, will attend this year.
